HARRINGTON COLLECTION CASE Although Harrington Collection is one of the biggest retailers of high-end women’s apparel market‚ sales and margins were the lowest level that they have ever seen. Therefore‚ creating a new product line that is active wear is one of options and also this helps to raise margin and sales. On the other hand‚ if the case examines in detail‚ it is clear that there is a dilemma since the company services high-end segment. This means that it addresses limited segment.
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Harrington Collection Sizing Up the Active-Wear Market Marketing Management 1. What is your evaluation of the women’s apparel industry and Harrington’s position? How has the average price of women’s apparel changed? What is your evaluation of their financial performance? The Women’s Apparel Industry The U.S. women’s apparel industry market is mature‚ given that the average growth rate from 2005 to 2007 was 4.66%. Within the industry‚ there are 6 categories of clothing in which
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Synopsis Harrington Collections is a high end apparel company that specializes in woman’s clothing. Harrington takes pride in having “top in-house design staff‚ extensive national advertising campaigns‚ and its exceptional quality and styling” (Becham & Tedlow‚ 2008). The company chooses not to sacrifice excellence for lower costs‚ differentiating Harrington’s in the clothing industry. Harrington focuses on two main segments‚ the first being manufacturing group which brings in 50.3% of the company’s
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Harrington Case Annabel Mckenzie 21220899 Sue Davidson 2pm Monday Target Customers: The Vigor division was introduced to the Harrington Collection in 1984. At the time‚ its target audience was younger‚ fashion conscious customers that wanted professional and stylish attire for the workplace. This new division was synonymous with Harrington Collection’s preeminent brand name and values‚ although it was less traditional and its specific target consumer was considered to be a ‘trend setter’
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purchasing apparel in the $100-$200 price range would buy if it consisted of superior styling‚ fabric‚ and fit. -Reports from department stores showed the stylish active-wear inventory sold extremely quickly (almost twice the rate of current Harrington Collection apparel). Markdowns for the new stylish active wear were not as extreme as other product lines. 3- How does active-wear fit with the Vigor division (e.g.‚ target customer‚ advertising and sales strategy‚ production capabilities)? What possible
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Case Assignment #2 – Harrington Collection Outlook for overall women’s apparel industry Since the downturn that began in the early 2000s significantly impacted the women’s apparel industry‚ the increasing rate on overall sales had presented a slight decrease from 2004. Although it came up from 3.5% to 5.7% in 2004‚ it began to come down from that year as well with a relatively stable dropping rate. However‚ it led to a significant fluctuation among units that sold in different price ranges
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this market will spend up to $100 on an athletic fitting hoodie. With all of this in mind I believe that Harrington is in prime position to take a swipe at this industry. Harrington is a well-respected company that has produced top of the line products since it was established. Their ability to enter the active wear female market would positively reflect upon the company. The Harrington Collection has the financial resources to enter this market‚ and in conclusion has no excuse to not exercise their
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Harrington Collection case analysis COURSE: BUMK758Y Innovation Analytics STUDENT: Jiechao Chen DATE: 3/30/15 PLEDGE: I pledge on my honor that I have not given or received any unauthorized assistance on this assignment. EXECUTIVE SUMMARY This case is intended to identify opportunity for Harrington Collection’s new product line extension. It is suggested that Harrington Collection expend the stylish‚ sporty‚ casual attire under the Vigor priced at $99 to target the “moving beauty” segment‚ which
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Case analysis-Harrington Collection Problem identification In 2008‚ Harrington Collection‚ a large manufacturer and retailer of U.S. high-end women’s apparel‚ was facing opportunities and challenges whether to launch of active-wear products to meet the market and customers’ needs. But according to the macroeconomic environment‚ the target market‚ competitors and its own financial condition‚ Harrington needed to take careful consideration and then make the best decision for their own
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Harrington Collection: Sizing Up the active-wear Market Introduction Harrington Collection was established in 1960 by Ella and Steven Harrington as a manufacturer and marketer of designer women’s clothing. Today‚ it appears as a large manufacturer and retailer that specializes in woman clothing. Harrington collection is essentially focused on two core segments: The manufacturing Group‚ dedicated to designing‚ producing‚ and marketing upscale women’s apparel‚ accounted for 50.3% of company profits
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